Ahead of replacing over 400,000 pillows across 800 hotels, Premier Inn wanted to drive awareness for its new pillow while giving new purpose to the old ones. Leaning into childhood nostalgia, Golin found a way to repurpose the old stock in a talkable, fun way – Pillow Fight Club. With the classic 90s film Fight Club celebrating its 20th anniversary, Golin recreated one of the film’s most iconic scenes, complete with a mini-Brad Pitt. To get consumers involved, Golin and Premier Inn created the first ever “Pillow Fight Club” across the UK, inviting consumers to battle it out to the top of the leader board and make use of Premier Inn’s pillows before they were recycled. The campaign generated 131 pieces of coverage, a social media reach of 300,000, and a total media reach of 336 million—keeping Premier Inn pillows at the front of consumers’ minds and directly increasing product sales and brand love.